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RAB: 44% in the U.S. Has Listened to a Podcast
RADIO ONLINE | Thursday, March 15, 2018 |
44% of the U.S. population has listened to a podcast, which has quadrupled from 11% in 2006, according to RAB's report "The Podcast Boom." The 2018 Infinite Dial by Edison Research and Triton Digital found that podcasting remained an emerging source of entertainment and information with 73 million Americans listening to a podcast every month, 48 million Americans listening weekly, and the average listener taking in 7 podcasts per week.
RAB says that radio outlets and their personalities are tapping into the world of podcasting in a very big way with iHeartRadio, Cumulus/Westwood One, ABC News Radio, Entercom, Hubbard Radio and 44% of local radio stations producing and purveying original content. And through content and distribution partnerships with podcast production companies, the depth and quality of audio content has never been better.
Podcasting in its simplest form is audio programming, available on-demand, and offers a unique way for brands to partner with broadcast radio. The Westwood One Podcast Network has grown with popular podcasts that resonate with audiences, such as "The Ben Shapiro Show," "The Jim Rome Podcast," "Talk is Jericho." Last year iHeartRadio saw a 60% increase in podcast listenership as it's the standalone #1 podcaster among commercial broadcast radio companies, with 525 original and branded podcasts spanning 18 different categories, from business and sports to science and entertainment.
At the 2018 ANA Media Conference, Lisa Schoder, Head of U.S. Integrated Marketing and Media for Ford Motor Company, presented a case study to like-minded marketers that showcased the power of how their podcasting efforts led to significant upticks in their KPI's including +26% intent to purchase. Ford's contextual integration with Gimlit's StartUp podcast led to the creation of its own podcast called "Life on the Fast Track," a documentary podcast series that goes behind the scenes of the Girls' Fast Track Races, powered by Ford.
The podcasting boom is here to stay, claims RAB, and brands are recognizing that in a big way as they continue to leverage the medium to engage and tell their stories to targeted consumer groups.
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